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                  <td width="680"><h2><br />
                      <br />
                      eBOOKS AT THE CROSSROADS: WHICH WAY FORWARD? <br />
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                  <td width="680"><h4><strong><br />
                    Maintain an Internal Conversion and Distribution Facility</strong><br />
                    </h4>
                    <h5>Some publishers have decided to build and manage their own conversion and digital distribution hubs (or distribution operations). This option seems appealing, because publishers and information services companies believe they will have greater control over the eBook process and will be less dependent on third parties. With the increase in EPUB standardization and rise of EPUB conversion applications, many would argue this is a cost-effective operating model. It also appears to be simple: a program ingests the PDF, or Microsoft Word document in many cases; the publisher pushes a few buttons and out comes the content in EPUB format.<br />
                      <br />
By retaining full production control, publishers will be able to highlight, feature and better select the future interactivity that is best for the specific content. As the technology continues to develop, the reading experience will surely change. By extending control of the content further downstream and staying attuned to device requirements, publishers will increase their ability to re-engineer their content supply chain further upstream to meet future consumer and downstream needs more effectively.<br />
<br />
Trends suggest that many who decide to go this route eventually change course. Given the eBook and eReader evolution, changes in conversion specifications will occur frequently. This means that publishers that maintain an internal conversion and distribution facility will have to sustain continual development and ongoing production, in addition to the multiple outputs required for all platforms and their multiple eReaders. An internal facility requires continual review and investment, and thus quickly becomes too costly to sustain. It is the antithesis of “lean practice” (more value with less work).<br />
<br />
Additionally, EPUB conversions performed with off-the-shelf applications often create output that does not display well with specific devices. For example, headings and footnotes may display inconsistently.<br />
<br />
Many of the disadvantages of direct partnership also apply here. In addition, this option requires an initial conversion set-up investment, including facility, tools and licensing costs. On the surface, it may appear that an internal system would enable highly automated (and therefore inexpensive) processes, but given the continually changing eBook market and eReader requirements, changes to conversion scripts, manual coding and metadata tweaks will add expense. Additional fixed costs, such as staffing and training, must be considered. There is also the more fundamental question of whether a publisher, especially in the current market environment, should divert its internal operations from fully focusing on the customers’ current and future needs: creating and enhancing desirable and saleable content, and branding.<br />
<br />
<span style="font-size: 14px; font-weight: normal;">Innodata Isogen believes the content supply chain is best viewed across four dimensions: content, business processes, technology and organization. The specific roles and appropriate balance of these dimensions will vary depending on products, organizations, objectives and business vision. In an internal conversion facility model, over-weighted by technology and process, silos and self-fulfilling organizational branches are likely to form with little direct business value.</span>:<br />
</h5>
                    <h4>Collaborate with an Expert Provider<br />
                    </h4>
<h5><span style="font-size: 14px; font-weight: normal;">An expert third-party provider of eBook production services can serve as a multi-purpose bridge between publishers and the platforms. Publishers that partner with eBook specialists will preserve and promote two important attributes: flexibility and lower costs. Publishers and information services companies that choose this option are free to work with all platforms, without worrying about conversion, storage and maintenance. They can also keep their costs low by relying on the service provider’s extensive and ongoing investment in tools and technology. Publishers can focus on their core business, while the eBook specialist not only maintains all conversion and eBook management operations, but also closely tracks the latest technological and market developments.<br />
    <br />
An expert third-party provider can also:<br />
1) Intermediate between the publisher and platforms to detail eBook conversion requirements<br />
2) Rationalize and reduce duplicative conversions <br />
3) Convert output data to desired eBook formats <br />
4) Manage converted eBook data; remediate as needed <br />
5) Input additional tagging to enable enhanced functionality <br />
6) Advise on changes to upstream, in-house digital asset management systems and processes<br />
7) address emerging trends <br />
8) Assess the advantages and disadvantages of platforms and devices (relevance and longevity, for example) for the specific content sets <br />
9) Assess DRM policies, and advise and recommend on a course of action<br />
10) Incorporate leading industry practices, including data mining and semantic analysis, to ensure eContent is best-positioned for optimal monetization</span>.<br />
</h5> <br />
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